It is not difficult to find that there are only two categories that have maintained double-digit growth in the overall decline of the advertising industry: one is the Internet, and the other is outdoor media represented by building videos. Outdoor media has a strong irreplaceability in many media, and there are several specific performances.
1. Exclusive space resources. Outdoor media is attached to a specific urban public space. The uniqueness and non-renewability of geographical location determine the exclusivity of each outdoor media. Local governments have established strict plans for the installation of outdoor media, and approved or monitored them according to the plan. This has ensured the scarcity of spatial location and the exclusiveness of outdoor media. Therefore, outdoor media that monopolize scarce urban space resources have a certain monopoly effect.
2. The adhesion of life track. The outdoor media is mainly cleverly set based on the trajectory of citizens' travel and life outside the home, and has strong adhesion and accompany. Without wasting citizens ’time and without bearing any expenses, outdoor advertising adds fun to the time and space experienced by citizens outside the home, or provides some convenience, adds value to the citizens when they go out, and provides a way for citizens to travel, wait, and relax at home. The scenes add glory. Outdoor media is a stretch and extension of citizens ’senses and limbs outside the home, a mood station for citizens outside the home, and a public expression in the city where they live.
3. Straightforward advertising. People's attention drifts outdoors, and modern people are more multi-purpose. If they can't fall in love at first sight in a second, it will be difficult to be noticed. Outdoor advertising emphasizes the attractiveness at first glance, and the simple and straightforward outdoor advertising can make people at a glance. Outdoor media is a simple advertising carrier and an emotional media that instantly communicates with the audience. This is obviously different from information media such as television, newspapers, and the Internet, which emphasize content.
4. Matching of city functions. Outdoor media is not just to decorate urban spaces, to brighten and beautify the façades and interior spaces of urban buildings, roads, squares, etc. Most outdoor media are street furniture or landscape sketches themselves. They can vividly provide shelters, light boxes, newspaper columns, and signs. And other street facilities, warm buses, subways and other bus platforms, leading the pulse of urban fashion life.
5. Multi-dimensional compatible platform. Communication technology is changing with each passing day, new media emerges endlessly, media boundaries are melting away, and hypermedia is gestating. Because outdoor media is the occupation and application of physical space, it can be compatible with everything, and it can also be overthrown and reconstructed. Any suitable new media and new communication technologies can be directly taken and applied immediately.
In the pan-media era, it is possible to spread anytime, anywhere. In the construction of livable cities and smart cities, outdoor media is playing an irreplaceable role in innovatively setting up interesting street facilities and creating humanized public spaces. The outdoor media occupying space and flooring advantages are located at various consumer sites. They can be close to and guide local residents. They can become terminal platforms and local base stations that integrate various media, and play a core role in integrated marketing.
